Bringing Harley-Davidson’s Electric Future to Market

The Ask

Harley-Davidson faced a familiar challenge for legacy brands: how to introduce an iconic name to a new generation without diluting what made it meaningful in the first place. As Harley prepared to launch LiveWire, its electric future, the goal was not just awareness, but relevance, relatability, and adoption among younger, urban riders.

Our Point of View

We believed heritage doesn’t need to be rewritten. It needs to be re-experienced. Rather than leading with product, we focused on people, culture, and lived experience, using storytelling and hospitality to bridge Harley’s legacy with the values of modern riders.

What We Did

Heritage, Reframed Through Story
We launched Road to Outpost, a photo, video, and sweepstakes campaign following two young riders across California. The journey focused less on motorcycles and more on what riding unlocks emotionally: independence, confidence, and belonging. The campaign generated over 20,000 entries and produced evergreen content that fueled Harley’s channels for years.

Introducing the Electric Future
To position LiveWire within contemporary culture, we created Masters of Design, an official New York Design Week showcase. Across two days of panels, workshops, and performances, LiveWire was introduced alongside leading designers, technologists, and media voices, placing the brand inside conversations about innovation rather than outside the industry looking in.

Building Cultural Credibility at Scale
As LiveWire launched, we built an ongoing content ecosystem centered on modern riders living fast, urban, electrified lives. Regular shoots in New York, San Francisco, and Los Angeles established a visual language and narrative that respected Harley’s past while speaking clearly to the future.

Turning Interest into Action
Finally, we designed Second Summer, a series of Bay Area demo experiences pairing LiveWire test rides with modern food and social culture. The program became Harley’s most youthful and highly attended new rider initiative, converting curiosity into first-time riders.

"There's one company that sells nearly three-quarters of all full-size electric motorcycles in the U.S. And no, it's not some scrappy startup from Silicon Valley.

— Electrek

Impact

Across storytelling, live experiences, and content, Harley-Davidson successfully extended its legacy into a new era. LiveWire emerged not as a departure from the brand, but as its natural evolution, grounded in culture, community, and a new generation ready to ride.